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They help our brains turn dry, abstract concepts like “fast” into concrete imagery we can feel, like a “hurricane.” These metaphors trigger an emotional response that motivates action.ĭON’T: The ultimate ride for the whole family.ĭO: It’s like bungee jumping, but the rush lasts all afternoon.ĭO: Bites into slippery, moss-covered rocks.ĭON’T: Our passion for surfing fuels our drive to deliver the best boards for any discipline.ĭO: We were mad scientists of weird boards and weird shapes. Metaphors bypass the rational center and speak directly to the emotional center of the brain. There are two parts of the brain that process language: the rational center and the emotional center. Replace them with metaphors that are fresh and relevant, while still being clear. Clichés were once fresh metaphors that are long past their “use-by” date. But the trick with using metaphor is not to slip into tired clichés, like “groundbreaking innovation” or “take it to the next level,” which actually prompt readers to stop paying attention. Persuasive communication uses metaphor to help people understand what it’s like in terms they’re already familiar with. We understand new or abstract ideas (like “big”) by connecting them with concrete things we can picture in our heads (like “elephants” and “wide open skies”). That’s because our brains think in metaphor. When something is described as “big,” the next natural question is, “compared to what?” When it’s described as “elephant-sized” or “wide-open-sky big,” people understand right away. If you want to change a mind, change a metaphor If your listener can’t see, feel, taste or smell the words you’re using, try trading them out for concrete words.
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These are the words our brains like best which is why all our favorite books, songs jokes and conversations are full of them. So, though being able to think about abstract concepts like “optimal efficiency” has been incredibly useful for creating ideas, it is a terrible way to communicate your ideas to others. They’re wired to immediately understand words that represent things in the real world we can see, feel, taste and smell like back rubs and chunky tomato sauce. While our world is filled with abstract concepts like “enhanced customer engagement,” it is very hard for our brains to figure out what that means. We live in a very modern world, but we still share the same brain with our ancestors who wandered around the steppe hunting gazelles in fur underwear.
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If you wouldn’t feel comfortable saying it out loud in a face-to-face conversation with a friend, don’t put it in writing. To create content that measures up to consumer’s favorite online content, we use this simple rule: Audiences don’t gather around marketing hyperbole like “relentless innovation” and “unparalleled performance.” At best, they put up with it long enough to buy what they need, then quickly click back to their favorite blog, podcast or social feed. Audiences naturally gather around that type of content. Whatever your favorite blog is, you follow it because it’s packed full of content that naturally attracts your attention: well-told stories of real events full of real people, places and things. And after all these years, I still find myself going back again and again to test what I’ve just written against these four principles. I call them my story cheat codes.īecoming a better writer is a never ending journey. Somewhere along the line, I realized 95% of the feedback I was giving writers could be explained by four simple principles of good communication. I’ve been writing professionally for over 20 years and providing feedback to other writers for at least 15 of those years.